The Role Of Integrated Marketing Communications In Sustainability Marketing

Sustainability has become an increasingly important issue. All firms operating in domestic and global business must be cognizant of all aspects of sustainability. Marketing has to operate in this new environment. This paper looks at sustainability and its importance in today's business world from the perspective of marketing and Integrated Marketing Communications {IMC} in maximizing the firms' efforts in this area. More and more online marketing is helping businesses build and develop new, innovative and successful IMC programs, and special attention will be given to this function and how it works with other components. Sustainability is first examines in terms of its macro aspects. Next several micro examples are used to show how they tackle the challenge of sustainability from the perspective of IMC.